Scaleworks Buys B2B Marketing and Measurement Firm

US venture equity firm Scaleworks has acquired b2b marketing optimisation specialist Full Circle Insights - not to be confused with panel and sample firm Full Circle Research. Go-to-market strategy expert Jason Ferrara will join Full Circle Insights as CEO.

Full Circle Insights is based in California's San Mateo and was founded by a combination of former Salesforce executives, CRM implementation veterans and marketing automation specialists. The firm helps B2B marketing teams make the most of the marketing budget using patented Salesforce-native technology providing multi-touch marketing attribution and campaign measurement. San Antonio, Texas-based Scaleworks is also a b2b specialist, focusing on acquisitions of SaaS firms. The combination should accelerate Full Circle's strategic roadmap, and enhance both its product innovation and its go-to-market strategy.

Scaleworks invested previously in eCommerce analyst Profitero, now part of Publicis, and its existing portfolio companies include Import.io, as well as Searchspring where Ferrara (pictured) has spent the last two years as CMO. He brings more than three decades of global enterprise and B2B SaaS experience, which will help to guide Full Circle Insights through its next stage of growth, while continuing to focus on its core measurement and attribution platform.

Ed Byrne, co-founder and General Partner at Scaleworks, says the buy 'reflects a larger vision to empower businesses with advanced technology and data-driven decisions', adding: 'We are excited to welcome the talented employees, valued customers and trusted partners of Full Circle into the portfolio'.

Terms of the transaction were not disclosed. Web sites are at www.scaleworks.com and www.fullcircleinsights.com .